This paper combines Alfred Shultz and Herbert Simon's theories of action in order to understand the grey area between dynamic and completely unstructured decision making better. As a result I have put together a specific scheme of how choice elements are represented from an agent's personal experience, so as to create a bridge between the phenomenological and cognitive‐procedural approaches of decision making. I first look at the key points of their original models relating Alfred Schutz's “provinces of meaning” and Herbert Simon's “satisficing” mechanism. I then consider the particular concept of intentionality and reasoning by analogy for different choice settings. Finally I have suggested a perspective based on creative behaviour and sense‐making for ill‐structured conditions.